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Published on January 28, 2008

Author: Panfilo

Source: authorstream.com

Slide1:  Communications for Climate Security Slide4:  Today’s Agenda Introductions, check-in, warm up Climate change communications: a context Audiences Messages Break Uganda Case Study Channels Summing up, thanks and close Slide5:  Source University of Berne and National Oceanic and Atmospheric Administration Carbon dioxide levels over the last 60,000 years Slide7:  “First they ignore you, then they laugh at you, then they fight you; then you win” Mahatma Gandhi Slide9:  Where are we now on communicating climate change? Slide11:  Cape Farewell Slide12:  Lights Out London Slide13:  Carbon Trust WE ARE ALL RESPONSIBLE! Audiences:  Audiences Slide18:  Do we need to understand? = Do you agree or disagree that the world's climate is changing?:  Do you agree or disagree that the world's climate is changing? UK Research To what extent do you think Climate Change is a result of human behaviour or natural changes? Do you think Climate Change is ......? MARCH 2005:  To what extent do you think Climate Change is a result of human behaviour or natural changes? Do you think Climate Change is ......? MARCH 2005 UK Research To what extent do you think Climate Change is a result of human behaviour or natural changes? Do you think Climate Change is ......? MARCH 2006:  To what extent do you think Climate Change is a result of human behaviour or natural changes? Do you think Climate Change is ......? MARCH 2006 UK Research Slide22:  How concerned are you about the impact of Climate Change in the UK? Source: Defra. Base: 3,000 people UK Research Slide23:  How much influence do you think … can have on limiting climate change? Source: Defra. Base: 3,000 people National Research Values Modes: Who are we talking to?:  Values Modes: Who are we talking to? 21% Settlers - Security/sustenance driven, backward looking, yesterday was better 44% Prospectors - Esteem/outer-directed needs, ‘in the now’, fashion, status, success 35% Pioneers - Inner-directed needs, ethical, self-exploration, look forwards, like change and discovery Source: Framework Institute, adapted for UK by Pat Rose and Chris Dade Promoting Photovoltaics:  Promoting Photovoltaics Settlers Prospectors Pioneers ACTION Someone else SOLUTION I’d rather not change INCENTIVE Queen, council, neighbour = ‘normal’ We should organise I’ll do it myself If fashionable Good for planet Ethical imperative Let’s do it! Network of interesting people doing it for a good cause Add value, latest thing/trend Slide26:  Remember… Go beyond the usual suspects Slide27:  Audience rules Target specific groups Awareness raising, attitude change or behaviour change? Understand their motivations … audience research is key Slide28:  Audience research Who is the target? What motivates them? What do they read, watch, listen to? Who are they influenced by? … communicate how THEY want Slide29:  MESSAGES Jargon Busting:  Jargon Busting Methane clathrates Inter-generational Equity Climate Change Levy Direct Action Carbon Tax Vostok Ice Cores Carbon Disclosure Project Eco-efficiency Emissions Trading Global Warming Precautionary Principle Key Performance Indicator Kyoto Protocol Mitigation and Adaptation Albedo Effect Triple Bottom Line Factor 4 Hydrogen Fuel Cell Slide31:  Do we need to understand? = Slide32:  Blowing Away Myths… Challenging habits of climate change communication Don’t rely on concern about children’s future or human survival instincts Slide33:  Blowing Away Myths… Challenging habits of climate change communication Don’t create fear without agency Slide34:  Blowing Away Myths… Challenging habits of climate change communication Don’t attack or criticise home or family Slide35:  Blowing Away Myths… There is no ‘rational man’ Slide36:  A New Way of Thinking Link climate change mitigation to positive desires/aspirations Slide37:  A New Way of Thinking Beware the impacts of cognitive dissonance Slide38:  Remember… Change groups Slide39:  Manchester is My Planet Slide41:  The right message Feedback is crucial Slide42:  The right message We’re more worried by loss than gain Slide43:  Remember… Label people Slide44:  Salesman tactics Reciprocity Slide45:  Remember… The pleasure principle Slide46:  10 WORDS OR LESS Jargon Busting:  Jargon Busting Methane clathrates Inter-generational Equity Climate Change Levy Direct Action Carbon Tax Vostok Ice Cores Carbon Disclosure Project Eco-efficiency Emissions Trading Global Warming Precautionary Principle Key Performance Indicator Kyoto Protocol Mitigation and Adaptation Albedo Effect Triple Bottom Line Factor 4 Hydrogen Fuel Cell Break:  Break Local case study ACODE Uganda:  Local case study ACODE Uganda Channels:  Channels Who, if anyone, have you heard talking about Climate Change recently? (prompted):  Who, if anyone, have you heard talking about Climate Change recently? (prompted) National Research And where, if anywhere, have you seen or heard anything about Climate Change recently? :  And where, if anywhere, have you seen or heard anything about Climate Change recently? National Research Slide53:  $200 million on advertising = Next to nothing Slide54:  Remember… Remind, remind, remind Channels:  Channels Direct marketing - direct mail/e-mail/cold calling New technology - SMS etc Education channels (schools, higher and further education) Sponsorships Advertising Radio TV Press Online Editorial / Press releases Specialist and mainstream Viral (e-mails etc) Exhibitions Celebrity endorsements Online (web and web-log) PR Stunts Business communications Networks/forums/conferences Entertainment media (product placement) Road shows Cultural events Speeches Consultations/ dialogue Competitions Anniversaries TV programmes Loyalty/coupons - some type of offer Reports, brochures, newsletters etc Awards Management and measurement:  Management and measurement Slide57:  Action and communications on climate change must be consistent Slide58:  The context affects everything Slide59:  The communications must be sustained over time Slide60:  Process – Impact – Outcome Qualitative research (focus groups) Quantitative analysis (surveys, statistics and press clippings) Impact and influence Interest and follow-up Measurement Slide61:  13. The bystander effect 14. Freeriders spoil everything 15. Tomorrow is less important 16. Beware totem behaviours 17. Money = weak changes 18. The ‘sod off’ factor Beware! If you remember…:  If you remember… Be positive Be targeted Be creative Slide64:  THANK YOU! erica@futerra.co.uk www.futerra.co.uk

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